Neolocalism in Craft Beer Production and Marketing
Summary
Neolocalism refers to the revival and strategic use of local identity, history and geography in both the production and marketing of craft beer. It encompasses the sourcing of regional ingredients, engagement with local suppliers and communities, and the creation of narratives that anchor products to a distinct place. This approach has emerged as a means for craft breweries to differentiate themselves in a crowded market, offering consumers an authentic experience rooted in terroir and storytelling. Beyond branding, neolocalism influences supply-chain design, fosters sustainable practices and can stimulate rural economies through job creation and agricultural partnerships. The global significance of this trend is evident in diverse contexts, from alpine agricultural breweries to urban microbreweries, each adapting local traditions to modern tastes. In practice, neolocalism has been shown to strengthen consumer loyalty, justify premium pricing and inform policy decisions that support small-scale producers and regional value chains.
Research from Nature Portfolio
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Neolocalism in Craft Beer Production and Marketing publication trend
The graph below shows the total number of articles in neolocalism in craft beer production and marketing across all publications each year (not limited to Nature Index journals).
Technical terms
Neolocalism: A marketing orientation that foregrounds local provenance, heritage and community identity in product development and promotion.
Embeddedness: The extent to which a firm is integrated into local economic and social networks through sourcing, partnerships and community involvement.
Place-based marketing: Strategies that emphasise geographic origin and local narratives to differentiate products and strengthen consumer connections.
References
- Linking Sustainability, Embeddedness and Marketing Strategies: A Study on the Craft Beer Sector in Italy. Sustainability (2021).
- Neolocalism and Beyond––Sexing Up Rural Places*. Rural Sociology (2021).
- The Growth in Demand for Craft Beer and the Proliferation of Microbreweries in Slovenia. Beverages (2023).
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